The Impact of Market Orientation on Marketing Performance: Exploring the Moderating Role of Competitive Advantage
Dahmiri Dahmiri,
Junaidi Junaidi,
Johannes Johannes
et al.
Abstract:This research analyses the influence of market orientation and competitive advantage on MSMEs’ marketing performance, with competitive advantage as a moderating variable. The research methodology employs path analysis using Smart PLS software version 4.0 and involves 397 MSME owners in Jambi City, Jambi Province, Indonesia. The analysis results indicate that market orientation and competitive advantage significantly influence MSME marketing performance. Additionally, competitive advantage moderates, strengthen… Show more
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